An example of the live job search dynamic DOOH creative

Top job site launched a data-driven dynamic digital out of home campaign last week that will run over the course of two weeks on London cross-track projection (XTP) sites.

Utilising the powerful capabilities of Grand Visual’s dynamic DOOH campaign management tool, OpenLoop, the activation combines real-time job searches from the website with geolocation to present commuters with job search information tailored to their viewing location.

Real-time job searches are passed into OpenLoop and filtered for suitable terms before being combined with location information. The system identifies the longitude and latitude of the job search location (e.g. South East London), then targets an appropriate XTP screen on which to display the information.

Evening rush hour commuters are presented with creative that shows the wide range of jobs that are being searched for in their specific location at that particular moment.

Tim Last, Grand Visual’s Products & Services Director, described the activation as “a clever example of using real-time data from genuine searches to power an engaging dynamic campaign that has real relevance for users”.

The campaign was conceived and planned by Mullen, with media booked by MediaCom, and digital production and campaign management by Grand Visual.

The Huffington Post UK is embarking on a partnership with Virgin Media and CBS Outdoor to provide access to its service on the London Underground.

Utilising Virgin Media’s portal, HuffPost mobile users will be able to enjoy the latest news from the site, accompanied by an extensive dynamic video campaign running on XTP screens. Created by Gravity Road with production by Grand Visual, the dynamic XTP content will highlight the latest user comments from a range of blogs as they take place.

The campaign will also focus on editorial topics particularly relevant to the Christmas period, including alcohol consumption, religion, and shopping which will be delivered in real time via Grand Visual’s OpenLoop platform.

Nike launched a special leap year campaign “an extra day to #makeitcount” which ran on Nike Town in-store screens and on XTP screens across London Underground. Created by Wieden+Kennedy and produced by Grand Visual, the execution was based around a live 24 hour countdown on the 29th February and enticed people to tweet in about how they were using their extra day to #makeitcount.

The digital out of home activity was planned and booked by Mindshare and Kinetic and supported a broader campaign which saw Nike take over the EDF Energy London Eye – hosting NTC classes in each capsule. To celebrate this Leap Year and inspire people to #makeitcount in 2012 Nike also challenged the whole of London to make the most of the extra day at London’s Southbank which saw over 300 runners hit the streets and included a 3-on-3 basketball tournament.

A digital screen for London Fashion Week 2012, projecting behind-the-scenes images and highlights live from London Fashion Week's Twitter.

The British Fashion Council partnered with CBS Outdoor UK and Grand Visual to bring a live feed directly from London Fashion Week – one of the world’s largest fashion events, to over 60 Cross-track Projection (XTP) screens in tube stations across central London.

For the first time, a dedicated photographer had exclusive backstage access at London Fashion Week, where they were able to wirelessly distribute behind-the-scenes photos directly from the event to XTP screens. Within minutes, the glitz and glamour of London Fashion Week was broadcast exclusively on CBS Outdoor’s network of XTP screens on Tube platforms across London.

Images were projected alongside highlights from the @LondonFashionWk Twitter feed and hot off the press fashion news.  The activity was produced by Grand Visual with the live content and social media activity monitored and delivered via OpenLoop.

This month sees ITV run an online and digital out-of-home campaign promoting the portability of its online catch-up service, ITV Player. The online activity started on January 16th, with DOOH following a week later.

The DOOH creative includes two specially shot spots entitled Painter and Baby. The Painter spot features a young man happily painting a floor before realising he has painted himself into a corner. The Baby creative shows a father vainly trying to get his crying baby to sleep before realising that he has no choice but to sit by the cot. In both spots, a mobile device with ITV Player offers a way to while away the time.

The online campaign featured takeovers and banners on sites such as,, Mail Online, and, amongst others. The digital out-of-home creative ran on Transvision, XTP, D6, Access Manchester, the Birmingham Bullring, and the Liverpool Media Wall formats. Grand Visual provided consultancy on the DOOH shoot and produced and trafficked the online assets.

Last week Colgate-Palmolive kicked off a dynamic digital outdoor campaign to promote their ‘Keep Britain Smiling’ campaign. The campaign integrated UGC content from Colgate’s Facebook page where people were asked to ‘share a smile for charity’ and then the photos featured on large format digital billboards across the UK in support of children’s charity Barnardo’s.

Created by VML London and produced by Grand Visual, the campaign used Grand Visual’s OpenLoop platform to randomly select photos of smiling Facebook users to stream them directly to the digital billboard creative. The campaign aims to collect one million “smiles” this summer, and has pledged to donate £100,000 to children’s charity Barnardo’s when that target has been reached.

On Colgate’s Facebook page every photograph of a smile, wall comment and ‘like’ is worth a number of additional smiles which are registered on Colgate’s smile-o-meter and help Colgate to reach its target to then make the £100,000 donation to Barnardo’s.

This weekend an experiential campaign ran alongside the DOOH activity at London’s Westfield Shopping Centre. Managed by Blazinstar, the experiential activity was staged around Ocean Outdoor’s large format digital billboard on Eat Street, the team handed out free samples and also took pictures of shoppers who wanted to ‘share a smile for charity’ and be featured on the billboard itself. Photos were uploaded via Grand Visual’s Open Loop platform and streamed to the billboard instantly. The opportunity to feature in a large billboard advert proved to be extremely popular amongst shoppers and created a real buzz around the digital site.

The broader digital out of home activity screened across Ocean Outdoor’s large format digital billboards at Westfield London, the Birmingham Bullring and the Liverpool Media Wall, as well as on JCDecaux’s Transvison network and CBS Outdoor’s XTP screens on the London Underground.

Today, the British Fashion Council begins a digital outdoor campaign to extend the reach of its official Twitter feed and promote the latest news and views from the catwalk of London’s Fashion Week. The campaign will run across CBS Outdoor UK’s Cross Track Projection (XTP) screens and is designed to promote the glitz and glamour of the week long exhibition to London commuters from 18th-23rd February 2011.

The creative features the London Fashion Week logo with a speech bubble attached and scrolling Twitter headlines inside. The live feed champions London’s hottest designers and reflects activity and highlights from the catwalk schedule. The campaign is managed through Grand Visual’s OpenLoop platform which allows advertisers to manage live copy executions across all major UK DOOH networks.

This live campaign further extends CBS Outdoor UK’s partnership deal as the British Fashion Council’s official outdoor broadcaster for London Fashion Week February 2011, and will support additional fashion content including exclusive footage from the shows that are being broadcast on the screen network.

Nike BOOM Digital OOH Campaign

Nike launched a regional outdoor campaign to promote the Nike Pro Combat Dri-FIT Competition Base Layer range. The campaign was based around football and rugby fixtures and used out-of-home formats close to match venues to target sports fans with tailored copy for the specific sport and teams.

Working with Wieden + Kennedy, Grand Visual produced the DOOH copy which featured Nike sponsored players smashing through the word BOOM carved out of a block of ice. The creative illustrates the power and performance of the clothing range which combats the cold.

As well as using a variety of DOOH formats along major transport routes and in close proximity to each match venue, the campaign also starred different players to ensure that each execution was locally relevant. For England’s rugby fixtures against New Zealand and Australia, England captain Lewis Moody was featured across XTP, DEP, LCD and Transvision screens at Waterloo underground and rail stations and on static 6 sheets in close proximity to Twickenham Stadium.

Similarly, the Villa vs Blackpool football match at Villa Park showed Agbonlahor smashing through the ice on Birmingham’s 5 Ways screen, Transvision screens, and Super Novae’s brand new Birmingham M5 Lynx screen. This was followed by bursts of activity around Arsenal vs Spurs at Emirates Stadium, Villa vs Arsenal at Villa Park, and Man United vs Arsenal at Old Trafford.

The campaign was booked by Mindshare and runs 5th November to 6th December.

Nike launched the first ever live DOOH campaign to run across 9 different networks. The campaign was based on England’s progress during the World Cup and featured immediate, post match copy written by Nike’s team at Wieden+Kennedy London. Grand Visual’s OpenLoop was at the heart of the campaign with copy lines being entered and pushed to the multiple formats in one pass. The campaign targeted people on their way home from watching the game – by tube, rail and car, and featured Nike’s sponsored players.